Published with the support of Package Design Magazine, this is a comprehensive guide to thinking outside the box to create practical, cost-effective, and eco-responsible packaging. With a broad ...
In our continuing series, Package Design Magazine picks the most interesting brand and package design stories in vintage issues of Packaging Parade. This monthly tabloid-size journal covering the package design industry was published in Chicago by Haywood Publishing Company, and the issues we acquired are from 1940.
The December 1940 issue featured a special section on transparent packaging, which at the time was still a “revolutionary” substrate experiencing rapid innovation. Under a “Trends” subhead, the following observations appeared:
The long-term trends of the advance of transparent packaging are not too hazy to discern in some aspects. Prices today are fairly stabilized, after several volatile years when there was a continuous decline from quarter to quarter.
A marked trend toward more impulse type of buying, as opposed to personal selling in retail outlets, made notable by the spectacular rise of the self-service super market, will have consistently greater influence on the expanded use of transparencies. Some commentators point out that this very point may have dangers, in that brand identifications, sacrificed to some extent by transparent packaging, may be reduced to a minimum or a negligible point.
Most authoritatively informed persons in the industry, however, in general believe that the industry is not entirely through its experimental stages; that it will become of more and more importance in the sale and promotion of consumer goods; and that expansion still lies in fields yet undreamed of.
